One alternative for farmers’ markets to increase sales and expand the customer base is to implement wireless capability (credit and debit card, and electronic benefits transfer readers) at the markets. We estimate the value farmers’ markets managers and vendors posit on wireless machines attributes, and the values customers posit on markets’ features. The quality of the wireless machine technology and the machine provider customer service are the most important attributes for, respectively, managers and vendors. Consumers are willing to pay premium prices at farmers’ markets where this technology is available. This information is useful to policy makers and wireless machine providers to implement wireless capability at farmers markets.

农贸市场增加销售和扩大客户群的另一个选择是在农贸市场上实现无线功能(信用卡和借记卡，以及电子利益转移阅读器)。我们估计了农贸市场管理者和销售商对无线机器属性所假定的价值，以及消费者对市场特征所假定的价值。无线机器技术的质量和机器供应商的客户服务分别是经理和供应商最重要的属性。消费者愿意在有这种技术的农贸市场上支付更高的价格。这些信息对于决策者和无线机器供应商在农贸市场实现无线功能是有用的。